Leo Burnett Manila focuses on gratitude in new ‘Hooray for Today’ McDonald’s breakfast spot

Leo Burnett Manila has released a new McDonald’s breakfast campaign in The Philippines. The annual “Hooray for Today” campaign in the past years typically featured an upbeat and optimistic theme. Following the Typhoon Haiyan disaster in the country last year, it became ever more important to lift the spirits of the Filipino people. This became the inspiration behind the theme of gratitude for this year’s ‘Hooray for Today’ campaign.

The 60-second spot opens with cinematic shots of Manila at dawn – the central post office, a historical bridge, and a flock of birds flying against charming old buildings. And we find a young man, still asleep in bed. As the quiet story unfolds, sunlight slowly entering his room, soft and dreamy lyrics articulate what all of us think of as soon as we open our eyes: Stay a little longer in bed/ Keep the covers over my head.

VIEW THE SPOT

“Despite the worst disasters, you will still see Filipinos smiling–even if they’ve just lost everything. They see what is good, and find something to be thankful about. This is the positivity we want to highlight and share in this spot,” said Raoul Panes, Chief Creative Officer of Leo Burnett Manila. “From the onset, McDonald’s clients shared the vision of the agency. They recognised that we needed to come out with something different. Among several stories, they unanimously chose the quiet, retrospective story about gratitude. A bold move, considering it was easier to go with the tried and tested formula that had already worked well for two years.”

Credits:

Christina Lao, Marketing Manager